Target Blitzes Shoppers with Exclusives

Target has been unveiling a steady stream of exclusive, limited-edition yet low-priced designer brands for holiday 2011 and beyond.Following the major launch of Missoni for Target in September (see "Target Hits ..." in Related Articles), the retailer began the rollouts in earnest in October with the launch of three collections:Josie Natori for Target brought the retailer its first-ever designer lingerie and loungewear line. Available through Dec. 22, the 37 items included bras, panties, robes, pants, leggings, camisoles and chemises in deep red geometric prints designed for the holidays and merchandised on a dedicated rack. The first of two installments, the collection ranged in price from $9.99 to $34.99. (Leftover merchandise is still available on clearance racks in some stores.)Albertus Swanepoel for Target featured 14 hats priced at $19.99, including fedoras, cloches and floppies in solid felt, printed felt and faux fur. Merchandised on a dedicated endcap, the line also was available through Dec. 22.Dana Kellin for Target comprised metal and stone jewelry ranging in price from $9.99 to $49.99 and available through Dec. 29. Clings and counter signs identified the collection in jewelry departments (many of which were updated last year with changeable pegboard merchandising counters).In November, the retailer introduced the first batch of an ongoing line of kids’ apparel and accessories from fashion and music star Gwen Stefani that will remain on racks for more than a year. (The second installment hit some Denver stores as early as Dec. 25.) Featuring plaid-print jumpers and faux-leather jackets, among other items, Harajuku Mini for Target merchandise is available in sizes from six months to 16 years. Ranging in price from $3.99 to $29.99, the items are merchandised on dedicated racks. National TV spots support. (See video below.)November also saw the introduction of the latest from beauty partner Sonia Kashuk. (See “Target Stays Charity Focused.”) The Sonia Kashuk Luxe collection features “incredibly giftable” brush sets, a clutch, travel mirror, compact mirror, valet and train case.Not slowing down post-holiday, the retailer debuted a home line from Target-sponsored athlete Shaun White the week of Dec. 26, adding to the exclusive apparel collection from the snowboarder the retailer already carries. (See “Target Private Label.”) The collection includes bedding, lamps, wall decals, curtains, storage bins, a skateboard rack, a piggy bank, window curtains and duvet sets (the last two available exclusively on Target.com). The SKUs range in price from $9.99 to $89.99 and will remain in stores through June 2012.Meanwhile, a second installment of Josie Natori for Target lingerie and loungewear rolled out on Jan. 1, 2012. This time depicting floating butterflies and hot pink florals for Valentine’s Day, the items will be available through Feb. 23.February will also bring a limited-edition apparel, handbag and scarf collection from Jason Wu. Ranging in price from $19.99 to $59.99, the items will be available Feb. 5 through March 6.Circular features, online ads, and print ads in magazines such as Conde Nast Publications' Lucky and Glamour, Meredith Corp.’s Parents and Wenner Media’s US Weekly supported most of the rollouts.See Related Promotional Activity below for some of the packaged goods exclusives Target showcased during the holidays.

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